kế hoạch truyền thông sự kiện

PowerPoint Presentation

Cng ty TNHH t vn gii php truyn thng thng hiu Vit Nam

37/89 Thnh Quang, Ty Sn, ng a, H Ni

www.ilightis.com

KHNH THNH TUYN CP TREO B N S 3 T 4 K LC TH GII

K Hoch Truyn Thng S Kin

NI DUNG

xut Thng ip truyn

thng

L do xut

Chin thut

nh hng giai on

K hoch & ngn sch

Cng c xut

Quy trnh trin khai v o lng

M hnh trin khai v o lng

Phng thc thc hin

Thng ip

K hoch tng th

o lng

xut Thng ip truyn

thng

L do xut

Chin thut

nh hng giai on

K hoch & ngn sch

Cng c xut



Phng thc thc hin

Thng ip

K hoch tng th

o lng

XUT THNG IP

K LC T NHNG I BN TAY, VUN P XY BAO KHT VNG

L DO XUT

u nm 2013, T chc Guinness World Recods chnh thc cng nhn tuyn cp treo th 3 B N ( Nng) ti B N Hills l tuyn cp treo duy nht t 4 k lc th gii: + Tuyn cp mt dy di nht th gii vi tng chiu di hn 5,771km + chnh gia ga i v ga n cao nht th gii vi chnh lch hn 1,368km + Chiu di mt si cp khng ni di nht th gii vi 11,587m + nng cun cp nng nht th gii vi 141,24 tn.

Vi s kin quan trng ny, khu du lch B N Hills tr thnh khu du lch hi t nhiu

k lc th gii nht Vit Nam.

K LC

L DO XUT hon thnh cng trnh ny, cn n 420 ngy m n lc khng ngng, quyt ch, ng lng ca tp th i ng cng nhn

Vit Nam, k s quc t, cc nh u t, cc cp lnh o TW v a phng .v.v

NHNG I BN TAY Th hin s chung sc, chung lng, ng thi cn l biu tng cho ti nng ca nhng con ngi Vit Nam, d bnh d

nht nhng vi lng quyt tm, s n lc ca mnh cng c th chin thng, vt qua mi th thch ca thin nhin, to nn

nhng cng trnh ln lao snh vai cng vi th gii!

420ngy m

L DO XUT Nhc n xy dng, pht trin h tng c s, cng trnh du lch VN nhiu nm qua thng mang ti cho con ngi ta n tng

v s tn ph thin nhin, v trch nhim vi mi trng. Nhng vi ci TM ca nhng nh pht trin c tm nhn xa trng

rng, c chin lc xy dng 01 cch vn minh, khoa hc, cng trnh xy dng Tuyn cp treo s 03 B N Hills mang ti 01 ci

nhn hon ton khc. Trong sut qu trnh thi cng, thc hin, d n KHNG cht 01 cy xanh no c ung knh ln hn

10cm, m bo gi gn nguyn vn nht v p nguyn s cho L PHI XANH ca min Trung.

VUN (TRNG) P XY Hn ai ht, ch u t hiu rng, n vi B N Hills Mountain Resort l n v bt u mt cuc do chi k th; n lm ti

mi tm hn, gt ra nhng lo toan, tip thm sc sng khe khon, mnh m ca thin nhin, ni rng/ n lng nghe ting ni

bn trong ca chnh mnh, gi cho mi ngi mt cht lng ng, tnh ti v ng thm cuc sng. iu c ngha: C trch

nhim vi Thin Nhin, Mi Trng chnh l hnh ng pht trin 01 cch bn vng, vn minh nht!

L DO XUT c nh gi l ni hi t y cc yu t lch s, thin nhin, cng vi l s phong ph, a dng ca cc dch v

pht trin thnh mt khu du lch c o v hp dn c mt khng hai Vit Nam ni ring, Chu ni chung. B N Hills tr

thnh im giao thoa ca nhiu nn vn ha, tn ngng, l ni hi t nhng u i ca thin nhin v mt mi trng trong lnh,

kh hu bn ma ti mt.

(BIT) BAO KHT VNG Vic xy dng tuyn cp treo s 03 khng ch mang theo mong mun mang ti 01 cht lng dch v an ton, cht lng, thoi mi

v tin nghi hn cho du khch n vi B N Hills, khi phc v pht trin 01 trong nhng khu ngh dng cao cp nht c t thi

Php thuc, m cn nm trong 01 kht vng chung: Chinh phc thin nhin, chinh phc nhng nh cao mi trn hnh trnh khm

ph ca con ngi! Bi l, Khm ph thin nhin, cng l khm ph chnh mnh

THNG IP TRUYN THNG CH O

K LC T NHNG I BN TAY, VUN-P-XY BAO KHT VNG

xut Thng ip truyn

thng

L do xut

Chin thut

nh hng trin khai

K hoch & ngn sch

Cng c xut



Phng thc thc hin

Thng ip

K hoch tng th

o lng

CHIN THUT S DNG

CHIN THUT: BOOMING & VIRAL

1. i tng mc tiu

2. Tm l ca i tng

3. tng chin dch

To ra ln sng quan tm, lan ta thng tin v s kin 04 k lc th gii mi c trao cho cng

trnh Tuyn cp treo s 03 B N. Tp trung nhiu ngun lc truyn thng tng th to nn 01 c

n ln v kho lo tc ng, git dy, iu hng, dn dt cng ng tr thnh cng c truyn

thng truyn ming hiu qu cho s kin.

Thay v ch tp trung n i tng khch hng mc tiu ct li l buyer nh cc chin dch truyn

thng truyn thng trc y, chin dch s m rng ra tc ng n cc i tng khc c tim

nng tr thnh end-user, c bit l cng ng mng v gii tr.

Tuy khng nhiu v khng phi thnh phn no trong cc nhm i tng m rng ny c kh nng

ti chnh, chi tr s dng dch v (tr thnh buyer) nhng y l nhng i tng c s quan tm

s kin cng nh chia s thng tin cao, d tr thnh nhng knh truyn thng truyn ming

gin tip cho cc s kin, thng tin c thu ht (c bit l thng tin vn ha, x hi ) ti

cc i tng khc, trong c c nhng i tng tim nng s dng dch v ca thng hiu

(buyer).

CHIN THUT: BOOMING & VIRAL

4. Lun c thuyt phc

S dng Thng ip ch o: K LC T NHNG I BN TAY, VUN-P-XY BAO

KHT VNG, t pht trin ra cc thng ip con cho tng giai on, thng ip nh cho

tng knh, nh trng ti ng tm l, nhn thc ca tng i tng tip nhn.

- Phng thc truyn thng trc/ gn y B N Hills s dng:

+ Tng i nh git, khng sc to ra nh hng lan ta.

+ Tp trung nh trng i tng khch hng tim nng (buyer) vn l nhm i tng tng i

nh, kh nng chia s, pht tn, lan truyn thng tin khng cao, kh to nh hng ln ti cng

ng.

- Cng ng cng chng, c bit l cng ng mng, trong xu th pht trin chung ca x hi

v ang dn khng nh c v th, vai tr, sc mnh truyn ti, kt ni thng tin ca mnh. Ch

cn 01 thng tin, s kin c sc tc ng ln ti cng ng ny, s d dng to ra sc thu ht,

lan ta t , v hnh chung bin thnh 01 knh truyn thng mnh m, cng hng vi cc

knh, phng tin truyn thng truyn thng bin thng tin, s kin thnh tm im ch ca

ton x hi trong 01 khong thi gian khng nh.

5. Thng ip

NH HNG TRIN KHAI

NH HNG: 03 GIAI ON

To dn s nhn bit, quan tm ca cng ng n S kin Trao 04 K lc th gii bng cc Phng s, K s, Phng vn cc cng nhn, k s, ban qun l, nh u t v nhng k nim ng nh, tm t, chia s trong qu trnh thi cng cng trnh.

Pre-launching

To 01 ting vang ln, thu ht s ch ca cng ng, cng chng v s kin Khnh thnh v Trao 04 k lc th gii cho tuyn Cp s 03 B N, chm ngi lan truyn thng tin s kin.

Launching Period Mang n cho du khch, cng

chng, khch hng mc tiu nhng ni dung, thng tin su sc hn, giu gi tr hn bng nhng bi vit hnh trnh tri nghim, du lch khm ph m cht k s

Post-launching (Remind & Review)

PHNG THC 01: STORY TELLING Storytelling l hnh thc truyn thng da trn vic xy dng, pht trin v lan ta nhng cu chuyn l th, c

lin quan trc tip hoc gin tip ti thng hiu sn phm hay hinh nh ca doanh nghip, tc ng ti cm

xc v gip nhm khch hng/ cng chng mc tiu hiu c nhng gi tr m thng hiu mun to ra

tng: + Sng to, hnh tng ha ra 01 nhn vt o: 01 chng thanh nin ngnh Xy Dng, ngi con ca t B N (

Nng) xa qu hng i hc lu, nay nhn c s iu ng tr v qu hng thc tp/ cng tc trong i

ng cn b, cng nhn vin D n xy dng cng trnh tuyn cp s 03 B N.

+ Theo trnh t thi gian, mi bi vit, video, ni dung vi nhiu hnh thc: phng vn, t s, hi k, tn vn

.v.v s ging hay ng vi mi gc nhn, mi cm nhn, mi cuc gp g ca chng thanh nin trong qu trnh

lm vic, cng tc, d s kin khnh thnh, tri nghim cc dch v sau khi d n i vo hot ng , t

kho lo lng ghp, lm ni bt ln nhng thng ip, nhng hnh nh, nhn vt, s liu tiu biu, ng nh gn

lin vi qu trnh xy dng v a vo trin khai D n tuyn cp treo s 03 B N ni ring v cc dch v khc

ti B N Hills ni chung.

K HOCH V NGN SCH

NH HNG: 03 GIAI ON

W2

T3/2013

W3

T3/2013

W4

T3/2013

W1

T4/2013

W2

T4/2013

W3

T4/2013

W4

T4/2013

W1

T5/2013

W2

T5/2013

W3

T5/2013

Cost

Unit

1000VND Campaign

Pre-launching Launching Period Post-launching (Remind & Review)

Chun b

Content

Nhng cu chuyn

k, phng vn, t

s, cm nhn, hi

c ca cc nhn

vt , ang ng

gp cng sc to

nn cng trnh sp

c trao k lc.

Thng tin S

kin khnh

thnh, cc k lc

c trao, cc s

liu ni bt ln

tm quan trng,

thnh tu c

bit ca cng

trnh.

Lot bi vit v hnh trnh tri nghim, khm ph dch v, im n, v

thin nhin, con ngi cng nh hnh nh mi ca B N k t khi c

B N Hills ni chung v c tuyn cp treo s 03 ni ring. Lm ni bt

cc u th, im mnh ca B N Hills 1 cch kho lo thng qua nhng

gc nhn khch quan, cm nhn khi ng vo vai 01 du khch trong

nc hoc quc t.

Reach

&

Frequency

Low Medium Heavy Medium Low

TV 01 TV News 03 TV news 130,000

Roadshow

on chy cc

tuyn ph chnh

Nng

60,000

Bandrol, Panel 200 Banner dc cc

tuyn ph 20,000

P.R Offline 05 Tin

01 Bi

05 Tin trn cc trang bo giy ln:

Thanh nien, Tuoi tre

03 Bi vit Editorial: Hertitage

02 Bi vit Editorial 250,000

PR Online 05 Tin

02 Bi

05 Tin trn cc bo mng ln:

Dantri, VNE

05 Bi vit Editorial.

04 Bi vit Editorial 02 Bi vit Editorial 195,000

Social Media 01 Viral Youtube video + Facebook seeding + Facebook contest 80,000

Total 735,000

CNG C XUT

TRUYN HNH

TV News 30s

30 - 50,000,000 VN/ spot

TV News 30s

25,000,000 VN/ spot

TV News 30s

10 - 15,000,000 VN/ spot

BO GIY

Copywriting

Thit k

Chp nh

Booking Chi ph/ bi

Trung bnh: 35,000,000 VN/ bi

1. PHN B NGN SCH

BO GIY

2. CC KNH XUT (D KIN):

S lng pht hnh: 460,000 bn/k

Tn sut pht hnh: Hng ngy

Min Bc Vietnam: 40%

Min Nam Vietnam: 40%

c gi: 18 40, mi tng lp

Booking kch thc trang en trng:

20,000,000 VN/ bi

Booking kch thc trn trang en trng:

38,000,000 VN/ bi



Min Bc Vietnam: 40%



Booking kch thc trang mu:

33,000,000 VN/ bi

Booking kch thc trang en trng:

22,000,000 VN/ bi

BO GIY




Min Bc Vietnam: 60%



Booking kch thc trang ngang mu:

20,000,000 VN/ bi

Booking kch thc trn trang mu:

38,000,000 VN/ bi

HERITAGE

Full page: 78,000,000 VN

Circulation: 100.000 copies

Frequency: the 1st day of odd months

Readers: Businessman, Traveler

BO GIY


Vietnam TRAVEL & ENTERTAIMENT

Full page (220mm270mm): 24,800,000 VN

Circulation: 35,000 copies

Frequency: 5th Monthly

Northern Vietnam: 30%

Suthorn Vietnam: 50%

Readers: 22 - 55, Businessman, Traveler

TRAVELLIVE

Full page (400W): 25,000,000 VND


Frequency: Monthly



Readers: 22 45, Vietnamese people

and foreigners who love exploring Viet

Nams natural beauty

BO GIY


AVIATION

Full page (214mm289mm): 20,000,000 VND


Frequency: The 5th day of each month



Readers: 25 - 50, Businessman, traveler

Viet Nam PATHFINDER

Full page (150mm210mm): 18,000,000 VND


Frequency: Every Wednesday



Readers: Vietnamese people and foreigners who

love exploring Viet Nams natural beauty

BO GIY


Circulation: 20,000 copies Frequency: Everyday Readers: Business Man Booking page: 14,000,000 VN/ Article Booking Full page: 24,000,000 VN/ Article

Circulation: 35,000copies Frequency: twice on week Readers: Business Man,Investor Booking horitzontal page: 7,000,000 VN/ Article Booking Full page: 12,000,000 VN/ Article

BO MNG

Copywriting

Thit k

Chp nh

Booking Chi ph/ bi

Trung bnh: 15,000,000 VN/ bi

1. PHN B NGN SCH

BO MNG


VNEXPRESS.NET

Pageview/month: 730,000,000

Visitor/month: 140.857.000

Time on site: 1310

Min Bc: 40%

Min Nam: 40%

c gi: Mi i tng (25 34)

Bi vit tt trang ch: ~15,000,000 VN

DANTRI.COM.VN


Visitor/month: 78,010,146

Time on site: 956

Min Bc: 50%

Min Nam: 30%


Bi vit tt trang ch: ~15,000,000 VN

BO MNG


24H.COM.VN


Visitor/month: 98, 000,000

Time on site: 2500


Bi vit tt trang ch: 10,000,000 VN

THANH NIN ONLINE

Pageview/thng: 66,000,000

Visit/thng: 13,000,000

Time on site: 950

Min Nam: 50%

Min Bc: 30%

c gi: Mi i tng 18 54

Bi vit tt trang ch: 10,000,000 VN

TRUYN THNG TRC TIP

Banner cho mng trn ng ph:

Treo 200 Banner dc cho mng dc trn cc tuyn ng chnh ca TP. Nng, ko di t Sn bay cho ti B N Hills. T

trc khi s kin din ra 01 tun.

Road show/ Ma ln s rng cho mng trn ng ph:

T 03 ngy trc khi din ra S kin, i ng Ln S Rng s di chuyn khp

cc t im, ng ph ca TP. Nng biu din, thu ht s ch ca d

lun.

SOCIAL MEDIA

Chi ph qun l ni dung page/tun: 2,500,000 VN

Chi ph contest, ads/ 2 tun: 20,000,000 VN

Chi ph facebook seeding (20 post/ 20 pages: 20,000,000 VN

C ti hn 4 t pht ngi dng Facebook mi ngy trn ton cu

Hn 50% lu lng ngi dng truy cp hng ngy vo facebook

Vit Nam, c khong hn 3,2 triu ngi dng Facebook v hn 1 t ngi dng trn ton th gii.

Chi ph cc hot ng SEM, SMO h tr Viral khc: 20,000,000 VN

VIRAL VIDEO

S dng hnh thc INFOGRAPHIC VIDEO vn ang bt u

to nn xu hng trn th gii v Vit Nam thi gian gn y

lm NGI N - Booming cho ton th chin dch Viral

Marketing, xy dng 01 cu chuyn k bng hnh nh v cc s

liu nhm lm ni bt ln Hnh trnh i ti K lc th gii ca

cng trinh tuyn cp s 03 B N.

=> Hinh thc th hin thng ip, truyn ti thng

tin hin i, mi l. D to n tng thu ht, d

dng lan truyn trn mi trng online cng

hng cng cc cng c/ knh truyn thng tng th

khc.

Chi ph kch bn, xy dng: ~ 20,000,000 VN

xut Thng ip truyn

thng

L do xut

Chin thut

nh hng giai on

K hoch & ngn sch

Cng c xut



Phng thc thc hin

Thng ip

K hoch tng th

o lng

QUY TRNH

TRUYN THNG THNG HIU

DO iLIGHTIS THC HIN

Truyn Thng Thng Hiu l 01 giai on trong quy trinh Xy Dng Thng Hiu

Mc ch ca n l tc ng ti hnh vi ca ngi tiu dng, to tin cho cc hot ng

Kch Hot Thng Hiu sinh ra doanh s sau

C th hn l qu trinh to ra cc thay i v trn Nc thang t l chuyn i o lng

hiu qu ca c qu trinh Xy Dng Thng Hiu

Mc tiu ca Truyn Thng Thng Hiu l to ra 01 quy trinh ng b nhm Truyn Ti

Thng ip Thng Hiu n vi Khch hng/ Ngi tiu dng

Da trn vic la chn cc Phng Thc Truyn Ti/ M Ha Thng Tin ph hp

Tip truyn i thng qua cc Phng Tin Truyn Ti c chn lc hp l

mang li nhng hiu qu c th o Lng c bng phng php nh tnh v nh

lng!

M HNH LP K HOCH

TRUYN THNG THNG HIU

iLIGHTIS S DNG

K HOCH TNG TH

K hoch truyn thng

tng th

1. Thng ip

truyn thng

2. Phng thc

truyn thng

3. Phng tin truyn

thng

4. Mc tiu o lng

K HOCH TNG TH

K hoch

Truyn thng thng hiu

Tng th

K hoch

Truyn thng thng hiu

Chi tit

o lng

XUT D KIN

CN I C TH

NH TNH NH LNG

K HOCH TNG TH

Da trn nhng Xut v tn sut, s lng, nh hng ni dung/ content v phn b chi ph,

ngn sch, thi gian D Kin ca K Hoch Tng Th, cng s phn hi/ la chn ca Khch

Hng, iLightis s a ra 01 K Hoch Chi Tit gm nhiu bn Kch Bn Chi Tit cho tng Knh:

1. S lng ni dung/ content c sng to/ s dng trn tng Knh

2. Thi im xut hin ni dung/ content trn tng Knh

3. V tr xut hin ni dung/ content trn tng Knh

4. Ngn sch/ chi ph chnh xc cho tng Knh ( bao gm mc u i/ chit khu

khi booking thng qua iLightis)

5. Mc tiu o lng hiu qu ca tng Knh v tc ng ca n ti Mc Tiu o

Lng chung ca c K Hoch.

KCH BN CHI TIT?

Vi quan im ca iLightis, 01 chin dch Truyn Thng Thng Hiu ging nh 01 V

KCH m , iLightis v Thng Hiu phi hp ng ng sau nh nhng nh Bin kch/

o din, mong mun truyn ti ti Khn Gi ca mnh l Cng Chng/ Khch Hng Mc

Tiu 01 THNG IP nht qun v Thng Hiu.

Trong V KCH ny, mi Cng C/ Phng Thc Truyn Thng s nh 01 Din Vin/ Vai

Din vi mi SC THI TH HIN RING, PH HP. Mi Knh/ Phng Tin Truyn

Thng s l nhng Phn Cnh/ Bi Cnh da trn Thi im/ Thi Gian Tun T Din

Bin Cu Chuyn ca V KCH. Tt c s ln lt Xut Hin, Phi Hp, Cng Hng vi

nhau mang ti 01 V KCH hon chnh, truyn ti 01 THNG IP thng nht, lu li

trong Tm Tr, tc ng vo Hnh Vi/ Cm Xc ca Khn Gi/ Khch Hng.

04 CH T BT BIN KHI TRIN KHAI

Campaign

Technology

Timeline

Teamwork

Trust

Tnh ph hp

Tnh phi hp

Tnh thi im

Tnh xc thc

PHNG THC iLIGHTIS

O LNG HIU QU

TRUYN THNG THNG HIU

CHN 01 M NEO?

Mi Chin dch Truyn Thng Thng Hiu s khng bao gi

Hiu Qu/ Ti u Ha Hiu Qu nu nh Khng/ Cha Xc

nh c 01 Mc Tiu ch n C Th c th o Lng

c, ging nh 01 Con Thuyn ra khi m khng xc nh

bn b s neo u

M neo c th hiu l 01 A CH CH m tt c nhng Mc tiu:

Phn Hi/ Tng Tc ca Chin dch Truyn Thng Thng Hiu sau khi

tung ra c di li v u TP TRUNG QUY T v . N c th l:

01 website, 01 fanpage, 01 a ch e-mail, 01 blog, 01 t kha i vi

mi trng Online. Hay l 01 a ch hoc 01 h thng a ch ca hng,

showroom, s in thoi Hotline, S Kin i vi mi trng Offline.

CHN 01 M NEO?

Xc nh c M neo ngha l Chin dch c Ct Mc/

Mc Tiu Chnh Cui Cng, C Th, R Rng v Kh Thi

nhm NH HNG/ IU HNG cho tt c cc Mc

Tiu Ph khc n lc, phn u phc v cho vic Hon

Thnh Mc Tiu Chnh .

CAM KT DA TRN M NEO

Ly v d vi Chin Dch Truyn Thng Thng Hiu Xe 04 bnh T&T Exotic 300, t m

neo l 01 a ch showroom/ i l bn sn phm.

V y l Sn Phm Mi, Thng Hiu cha c bit ti, nn mi s liu o lng mc xut

pht im = 0. Trong 01 giai on u ca chin dch do iLightis v T&T Motor thng nht Xc

nh, iLighis cam kt sau khi trin khai chy Chin dch Truyn Thng Thng Hiu cho giai on

ny, ti a ch showroom/ i l bn sn phm s BT U XUT HIN KHCH HNG N

THAM QUAN/ TM HIU V SN PHM (pht sinh hnh ng quan tm). S liu s c s

sng lc ngun r rng.

CAM KT DA TRN M NEO

Cn c trn nhng s liu ban u ny, iLightis s tip tc cam kt nhng s liu o lng hiu qu

tip theo nh: + S LNG KHCH HNG NH IM N TRONG 01 NGY

+ S LNG KHCH HNG TRUNG BNH N TRONG 01 NGY

+ S LNG KHCH HNG QUAY LI

+ TNG S LNG KHCH N TRONG 01 THNG/ THI GIAN

+

VD: - Trong thng 01: Cam kt xut hin khch hng n tham quan. (Tng: 0 > ? khch).

- Cui thng 01: c lng trung bnh 05 khch/ ngy (Tng: 150 khch)

- Trong thng 02: Cam kt trung bnh 10 khch/ ngy (Tng: 300 khch)

- Cui thng 02: c lng trung bnh 10 khch/ ngy, c ngy nh im 20 khch

- Trong thng 03: Da trn mc Trung Bnh v nh thng 02, xc nh Bin Kh

Nng Tng, Cam kt mc trung bnh khch/ ngy ca thng tip theo c tng trng.

(Tng: 300 => ? Khch)

- v.v.

TRN TRNG CM N

iLIGHTIS Vietnam Brand Communication Solutions Consultancy Co., Ltd

Everything begins with an idea

Add: 37/ 89 Thinh Quang, Tay Son Str, Dong Da Dist, Hanoi, Vietnam

Website: www.ilightiis.com

kế hoạch truyền thông sự kiện

Documents